Tno media training

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How to deal with journalist - tell your own story, and keep your audience in mind.

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Tno media training

  1. 1. How to deal with journalists
  2. 2. …like me
  3. 3. What do they want from us? What do we want from them?
  4. 4. Little bit of theory... Lots of practice!
  5. 5. Why bother? Journalists can help to have impact with your research •
  6. 6. Train how to:Be in charge of the interviewBe able to get your key message acrossSpeak in the language of your targetaudienceFormulate in a clear, convincing and credibleway
  7. 7. Your experiences...
  8. 8. What does he want?
  9. 9. Let’s practice!
  10. 10. Imagine yourself as a journalist Your assignment: interview me about my research on behavioural targeting, a.k.a. personalized advertisement on websites based on an individual’s web-browsing behaviour. Choose your medium (e.g. newspaper, popular magazine, radio/television show (not a scientific one!)) Make up some questions you think are relevant
  11. 11. Let’s evaluate…
  12. 12. What do they want?
  13. 13. News!
  14. 14. Uniqueness
  15. 15. Recent developments
  16. 16. Drama & emotion
  17. 17. Conflicts
  18. 18. Impact on large groups
  19. 19. Personal impact
  20. 20. Prizes &publications
  21. 21. Prizes &publications
  22. 22. Weird science
  23. 23. Visualisation
  24. 24. Know your audience
  25. 25. Who are they? What do they want?
  26. 26. What does thatmean for us?
  27. 27. Take your time to thinkabout your story
  28. 28. Send aclear and concise message
  29. 29. Not too many!
  30. 30. Think aboutwhat you don’t want to tell
  31. 31. But do not lie!
  32. 32. Help the journalist
  33. 33. Help the journalist facts statistics examples other experts metaphors
  34. 34. Every interview is a chanceto tell your story!
  35. 35. But keep youraudience in mind…
  36. 36. Let’s practice!
  37. 37. Prepare to be interviewed What kind of medium (newspaper, tv show, …)? What kind of audience? What is the news value of your story? What is your message (max. 3 key messages!)? What do you think the journalist will ask? Is there anything you don’t want to talk about? I will interview you
  38. 38. Let’s evaluate…
  39. 39. Some tools
  40. 40. Redirectthe question
  41. 41. Don’t answer allquestions
  42. 42. Check the facts
  43. 43. Let’s practice (again)!
  44. 44. Looking back…
  45. 45. That’s all for now…Thanks for your time and energy!

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